I recently finished the new book Digital Strategies for Powerful Corporate Communications, by Paul Argenti and Courtney Barnes. I must admit, I’m allergic to many Web 2.0 books. This book does have some of that social media handbook feel, but I was excited about it because co-author Paul Argenti, a professor of communications at Dartmouth, is someone whose ideas about communications have really influenced my thinking over the past few years.
Paul was one of the masterminds behind The Authentic Enterprise, a whitepaper that may be one of the most compelling looks into the future of the communications field I have ever seen. I’ve written about it previously here, here, and here.
The following paragraph highlights the point of view from which this book approaches digital communications strategy:
“The business of managing relationships– and therefore, business itself– has changed dramatically in the last decade. Stakeholder empowerment, as it’s come to be known, has shifted the corporate hierarchy of influence from the hands of elite business executives to those of their once-passive audiences, including employees, consumers, media, and investors.”
This paragraph does a nice job illustrating what we might define as the democratization of corporate communications.
Democratization of Corporate Communications:
Any person communicating about any company at any time.
A company’s own communications professionals can no longer expect to be the only communicators of the brand message. Employees are communicators. Customers are communicators. Even former employees and former customers can now communicate on behalf of brands. Scary stuff or exciting stuff, depending on who you are.
One of the things I really liked about this book is that it has an entire chapter highlighting a favorite subject of mine: the need for closer ties between the human resources and communications function. Why? Simple:
In a world where everyone is a communications person, everyone needs to be on brand.